Positioning Your Product Through Banner Advertising

29/10/2010  | by: Shaun Cleary

Positioning is a word we often hear, but what does this mean? Put simply it is placing your product or service where you want it to be in the marketplace (mentally not physically). 

Positioning means to create an image or an identity associated with your product. Re-positioning is something that often occurs, an example of this is Waitrose the upmarket supermarket who have until now positioned themselves as just that, top quality and a little more expensive.

Of late however they have been leading their advertising with pricing information, comparing their prices with Tesco, the aim being of course to position themselves alongside Tesco rather than above it.

You can position your product service or brand through imagery and words, and this is nowhere more important than forward facing advertising.  An advertising banner for example must position your offer accordingly.

If you are selling up market services, then you need known and recognisable upmarket brands or icons, such as Rolls Royce, Concorde, Cartier diamonds etc.  using such imagery will convey the level of product or service quality that you provide. This is why, in industries like the local wedding industry for example, a new starter will often co-market himself with a well known local highly respected brand such as the busiest wedding venue.

If on the other hand, you are going for the pile it high and sell it cheap approach, then trying to convey yourself as upmarket will in fact have the opposite effect to the one you are looking for. If it is a cheap and cheerful product or service, then your banner should be no nonsense cheap and cheerful in its approach (with ‘cheap’ not meaning low quality of course).

Tesco as a prime example have a cheap and cheerful brand line and the positioning of that in store and out is along the same lines. 

So to sum things up, before you commission any advertising banners, you need to consider where you are going to position yourself in the marketplace. Doing this will ensure you come out with a banner that portrays your company properly to its target audience.


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